The Psychology behind "Best-Sellers"

Picture this: You’re crafting your latest campaign, but it’s just not working with your audience. You’ve dotted the i’s, you’ve ticked all the boxes and you’ve followed every theory your textbook (or online course or some random LinkedIn dude) told you to. So why isn’t it working?

Let this random LinkedIn dude tell you something the others won’t. Your audience isn’t just some numbers on an Excel sheet mapped to a User persona. They’re humans, just like you and me, influenced by quirks and shortcuts in their thinking. These mental tricks—cognitive biases and heuristics—shape their purchase decisions.?

So, let’s decode the 8 most important ones.

And if you’re still not sure they’ll work, they helped me transform an ecommerce business from 10L/month business to a 1cr/month success. Oh, and even if you don’t have a business and just want to know from a buyer’s POV, welcome in, we don’t gatekeep.

1. People Like what People See - It’s in all the greatest love stories, the SRK movies and it’s in your next purchase. In fact, it’s why you’re more likely to buy something you see everyday on the road to work, afterall, you spent that much time resisting it, you probably deserve it now. So, think of it like the “familiarity principle” or just a mere exposure effect, but like the catchy jingle you still can’t get out of your head (Center Fruit, we’re talking about you), people warm up to things they’ve seen before. So, show up consistently, be the friendly neighbour, and make your brand their cozy cup of chai. It’s what Washing Powder Nirma did, and Fevicol and Bombay Shaving Company and Lenskart and just about all your banking firms, and well, you get the gist

2. Don’t be so Judgmental, or actually, maybe do - Indians like spices, Italians their pasta. We generalise, and there’s nothing that wrong with it. So why not apply the same to your customers, and let them do the same for your products. Don’t loop around your consumers, because this one’s about mental shortcuts and judging based on prototypes and stereotypes. So, if your brand vibes with positive associations, you’re golden. Imagine a Bollywood star endorsing your product. Bam! Instant cool points. When Amitabh Bachchan says, “Thums Up,” we believe it’s the ultimate cola. Why? Because Big B = Swag. ??? Do you think Teabox did it well?

3. In a World full of Grey, be the Rainbow :? Unique things stand out.? Yep, that’s it. Just like this one sentence among the paragraphs.

4. My choice, my Wins a.k.a. the Choice-Supportive bias - Have you ever been cleaning your room until your mom comes in, telling you to clean your room? And suddenly, you hate cleaning your room. Well, we humans like to believe that we made the choice ourselves, and of course that choice is the best choice. It’s like when you pick the perfect filter for your Instagram post. As marketers, you and I ride this wave. Remind customers why they fell in love with your product. Reinforce that warm, fuzzy feeling. “I chose Amul Butter. It’s the taste of India!” See? Choice-supportive bias at work. beyondwater showcases the smiling and steadfast credibility of the Shark Tank judges on their homepage. Loud and Clear, the message is heard

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5. Halo to the Bright Side - First impressions matter. If your packaging screams quality, customers assume your customer service and website are equally top-notch. Consistency is key. Be the James Bond of branding—cool, suave, and always on point

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6.?Hop onto the Bandwagon of Social Currency: You scream, I scream , we all scream for Ice cream. And if ice-cream is what you’re selling, then you’re in luck. Humans follow trends, but more importantly humans follow humans. Ratings, testimonials, and a good time entice customers to join, especially if there are others already at the table. Which is exactly what Flipkart leveraged with Big Billion Days sale. We’re all clicking “Add to Cart” together!

7. You ?????????'???? Can See Me? : It could be the most generic statement, but damn if it doesn’t make you feel seen.

That’s the power of the Barnum effect.

8. Loss Aversion and Scarcity : We would rather lose less than gain more. Zomato understands this best when offering its Gold membership.

Remember, it’s not just marketing; it’s storytelling but a tribute to cognitive quirks and chai breaks! ? So be their chai buddy, their friendly neighbour, and sell to your new best friends.